Remember the anti-drink-driving campaign last Christmas? A young man out
drinking, his mates urging him to have ‘just one more’, and then a flash
forward to the same person crippled in a car accident. ‘Just one more,’
says his mother, as she spoons mush into his mouth.
The awareness generated by D’Arcy Masius Benton & Bowles’s ‘Dave’
campaign was huge relative to the Department of Transport’s modest
pounds 900,000 spend. Spontaneous recall in January was running at 91%
and was still at 89% six months later; not bad when you consider that
the only advertiser to beat it for recall this year was BT, with a
budget of nearly pounds 90m (Adwatch of the Year, Marketing, December
This is all a lot for DMB&B to follow. The pounds 1.2m, four-week TV,
radio and poster campaign continues the ‘Drinking and Driving Wrecks
Lives’ theme and, like ‘Dave’, goes straight for the jugular. This time
we see a young woman scarred for life in an accident caused by her
As she removes her make-up to reveal deep facial scarring, she talks
about her boyfriend, Nick, who drove her home after a night out (‘not
that he was drunk’) and about how the ensuing accident has filled him
with guilt and shattered her self-confidence.
Heavy stuff and, hopefully, a powerful deterrent to the target group of
17- to 24-year-old males. It is being shown on Friday and Saturday
evenings to catch them before they hit the pub.
The real achievement of this campaign is that it not only provides an
image that sticks in the mind but also moves the issue on.
This time we do not see a victim of his own actions, but a victim of
someone else’s stupidity. It also tries to debunk some of the peer
pressure associated with drink and young drivers. Refusing to travel
with your drunk boyfriend could save you.